Minematic spoke at the Digital Marketing Summit 2015 in Singapore! Minematic is a provider of personalized marketing communications technology. Based out of Singapore, the company wants to help e-commerce business owners to engage with their individual customers to ultimately optimize their revenue opportunities. With focus on data predictive technology and automation in mind, Minematic not only generates but goes the extra mile to deliver a personalized experience for your customers, completely hassle-free. Customers rave about how Minematic has help them garner triple the industry average response rate. Read more about us at www.minematic.com or feel free to contact us at wen@minematic.com

1. DIGITAL MARKETING SUMMIT
2015
MASTERCLA
SS
Rishi Gupta, minematic.com
New Trends In Email Marketing
How To Use Your Data To Connect With Customers With
Right Content And Increase Retention

2. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
This is him...
2
ex-Barclays, ex-Oracle
• Worked on regulatory reporting
system to calculate risk on
various kinds of asset
Rishi Gupta
Founder, www.minematic.com

3. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
This is me
Am Investment Bank – Equity
Research Analyst.
Cradle Fund – Commercialisation
Executive
Pigeonlab – Regional Customer
Manager
TradeGecko – VP of Customer Success
Yuhwen Foong
Senior Business Analyst, Minematic

4. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Agenda
4
01
BACKGROUND
02
TODAY
04
SOME TIPS
03
CASE STUDY
New Trends In Email Marketing

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How did email marketing
come about?

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Marketing Channels
6
Facebook Linkedin
Blogs
Speaking Engagement
Event Sponsorship
News Coverage
Billboards SEO/SEM
Public Relations
Email Marketing

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What is your objective?
7
Increase Market Share
Brand Recognition
Rebranding
Customer Service
Customer Loyalty

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Why RETENTION IS IMPORTANT?
10
Av. Transaction Value:
New = SGD120
Recurring = SGD190
Cost of acquisition: SGD2.50
Cost of retaining: SGD0.002

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Why RETENTION IS IMPORTANT?
11
• Opportunity to Upsell
• Opportunity for referral
• Customer Review on
trustedcompany.com or app
stores

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Source: e27

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Getapp Review on Stitchlabs
13

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“Email surpassed any other
channel for repeat sales with
30% of transactions by repeat
customers starting with an
email from the retailer”
- Forrester

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“44% of email recipients
made at least ONE
purchase last year based
on a promotional email”
Source: Convince and Convert

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And remember! You are not alone…
16

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Why?

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18
Brand
Tell not Sell
Content
Context
What makes them engage?

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Agenda
19
01
BACKGROUND
02
TODAY
04
SOME TIPS
03
CASE STUDY
New Trends In Email Marketing

20. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA
Email tactics – LEVEL 1
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Welcome email
Newsletters
Transactional

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Welcome Email - Hipvan
21

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Newsletters - Hermo

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Transactional - Zalora
24

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Tools and Solutions

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Data requirement
Email address – opt in

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Email tactics – LEVEL 2
27
Welcome email
Newsletters
Transactional
Basic Segmentation

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Level 2 – Static Segmentation

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Example

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Example

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Data requirement
Email address – opt in
Static demographics e.g. age,
gender
Customer lifetime value
Number of purchases

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Few ways to segment
Customer profile
Age Gender Location
Total purchase amount
Number of times purchased
Number of items purchased
Customer value
Customer engagement
Frequency of opening your emails
Clicking on your emails

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Tools and Solutions

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Email tactics – LEVEL 2
34
Welcome email
Newsletters
Transactional
Basic Segmentation
Cross Channel Segmentation

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Dynamic – Dropbox

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Few ways to segment
Product affinity
What kind of products they buy
Any preference for any particular category
Website activity
How many days since last visit
Items added to wish list
Visited a particular page during last session
Do they buy only during sales?
Do they prefer designer products?
Price sensitivity

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Data requirement
Email address – opt in
Onsite behavior
Previous email open/click information
Source of acquisition
Past purchases
Static demographics e.g. age, gender
Customer lifetime value
Number of purchases

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Tools and Solutions

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“It’s still not good enough”
Yuhwen

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Content has given way to the context

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Email tactics – LEVEL 2
41
Welcome email
Newsletters
Transactional
Gender Differentiated Newsletters
Cross Channel Segmented Newsletters
EMAIL FROM BEST FRIEND

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“Highly Personalized,
Recommendations just for
you.”
Minematic Team

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Example
43

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Example
44

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Data requirement
Email address – opt in
Onsite behavior
Previous email open/click information
Source of acquisition
Past purchases
Order/Frequency of purchases
Product catalogue
Onsite behavior
Reaction to previous promos
Static demographics e.g. age, gender
Customer lifetime value
Number of purchases

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Amazing Stats
46
3X higher open
and click rates

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Tools and Solutions

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Agenda
48
01
BACKGROUND
02
TODAY
04
SOME TIPS
03
CASE STUDY
New Trends In Email Marketing

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KinHR
49
Frequency – Once every 3 to 5 days – depending on actions taken on the website.

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Lindsay Exist!

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Email from Founder!!

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Clear CTA
Honest options

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Agenda
53
01
BACKGROUND
02
TODAY
04
SOME TIPS
03
CASE STUDY
New Trends In Email Marketing

54. DIGITAL MARKETING SUMMIT 2015 WWW.DMSUMMIT.ASIA 54
NOREPLY@MINEMATIC.COM

55. Less
is
More…

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Start with an action verb

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UNSUBSCRIBE

58. Subject
Titles
that
en5ces…
Freebies,
Educa5onal
&
Personal

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Fit in 50 characters.

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EXAMPLES – LOWEST OPEN RATES
60
Source: Mailchimp

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EXAMPLES – HIGHEST OPEN RATES
61
Source: Mailchimp

62. DIGITAL MARKETING SUMMIT
2015
MASTERCLA
SS
Q & A
wen@minematic.com